Not that long ago, Marina Barayeva-host of Marketing for Creatives-interviewed me on her podcast.
With more than 80 episodes, Marina has interviewed some of the best marketers in business including Dr. Michael Hudson, Liz Pineda, Mike Kim, Pia Silva, and Dorie Clark... just to name a few.
So you can imagine the honor I felt to have my episode air on her podcast's first birthday!
Listen to my interview as I share tips and insights for writing product launch copy.
You are certain to discover the copywriting secrets that can help you sell more when you launch your products.
Get my free checklist for your next product launch to guide you through what you need to do when.
(Hint: It's Not About You)
Just like a scuba diver who struggles to enjoy the results of a well-planned dive, my clients sometimes struggle to hit the mark with their copywriting and marketing strategies.
When challenges happen with diving, I go to someone who knows more than me to get them to evaluate what is going on so I can fix the problem.
Likewise, my clients ask me to do things like reviewing their email copy and webinar content to determine what may need to change.
Just last week someone asked me to help them understand why people weren’t taking action on the things they had carefully written and invested time in creating.
They were confident that what they produced was what their prospect clients needed.
But the proof was in the pudding.
Only a handful of people seemed to engage with the email campaign and even less were watching the webinar to the end.
Out of the small group of active participants, only three purchased the product.
My client wanted to know what was wrong and how to make it more effective.
When I reviewed all the materials, I saw some key things that were wrong immediately.
But in my gut, I wasn’t sure my client wanted me to tell them the truth.
(Sometimes the truth is hard for people to swallow.)
As I prepped for the feedback meeting, I reflected on the sage advice my mentor Ray Edwards offered regarding having difficult conversations.
When the time was right, I was ready to share Ray’s thoughtful approach, “I’m embarrassed to ask this, but may I have permission to share something awkward with you?”
Tapping Into Human Psychology
The trick to writing copy that your audience wants to read is knowing what is important to them.
Many business owners think they know what their prospective clients want and need. But do they really?
Define Your Ideal Customer. It is critical to know who your prospective client is, what they want, like, and need.
If you get a handle on what keeps them up at night and use their own language — I guarantee they will listen.
Don’t just rely on your gut instinct or what you think you know.
Start by writing out everything you think you know. Then put that aside and do some market research. Conduct interviews. Do surveys. Dig around until you really understand what makes them tick. Then use and apply what you’ve learned to what you create, write, and offer.
It’s Not About You. This is hard for me to say, but your copy is guaranteed to be more effective when you take the focus off you and put it on your customer. While it is wonderful to tell everyone how awesome you and your products or services are. The only thing people care about is themselves.
Make sure that what you write, create, and offer shines the light on your customer. We live in a me-focused society. You know that. I know that. So make everything you do about them.
When you make them the focus, they are sure to stop what they are doing and listen.
As Burger King likes to say, “Have it your way.” Notice they didn’t say, “Have it our way.” Or “eat our awesome burgers our way.” No, they focus on the customer getting what they want.
You should do likewise.
Focus On Their Problems. Everyone has problems that they need and want to be solved. Don’t believe me? Just ask them.
In fact, if you listen to your ideal customers long enough, they give you a laundry list of all the things that bother and keep them up at night.
If you really want to draw your prospects into your world and let them know how you can help them—you need to put your finger on the exact spot that bugs them.
Don’t just touch on it. Poke them right where it hurts. Make sure you push on that pain until they cry, “uncle.”
Then talk to them about what they aspire to achieve on the other side of the problem. And crank up the volume. Amplify their desire and dream so loudly they can imagine a life where the problem is solved.
Once you get them to this point, they are certain to listen to how you can help them. THIS is when you can share your solution that helps their pain dissolve and their aspiration become a reality.
How You Can Apply This
When was the last time you evaluated what you create, write, and offer?
Do you know if your target audience is actively engaged?
Are your words hitting the mark?
Let me encourage you to take the key points shared here and apply them to your business.
Take time to define your ideal customer.
Find every place you’ve focused on yourself and flip it, so you’re focusing on your customer. Write as much as you can about your customers’ problems, pains, and aspirations.
When you do these things, I promise your ideal customer will start to notice what you’re offering.
Want a free analysis of your email campaign or sales page? Book a free 45-minute conversation with me today. Just fill out this form, book a time, and we’ll talk. It’s that simple.
Many business owners and entrepreneurs are focused on building their lists. (Aren’t we all?!) Growing email lists is the holy grail of online marketing.
One effective way to grow your email list is by creating a lead magnet.
But What is a Lead Magnet Anyway?
You’ve probably heard the term, but do you really know what it means and how to use the lead magnet once you’ve created it?
A lead magnet is free valuable content you give to your target audience in exchange for their email.
It is important to note that the actual form where people write their email address is not your lead magnet.
Your ethical bribe targets a problem that a specific audience needs solved with insights they can quickly implement.
There are many types of “free gifts” or “irresistible bribes” you can offer including, but not limited to, checklists, cheatsheets, discounts, eBooks, free consultations, reports, resource guides, short online video training, swipe files (aka templates), etc.
No matter what kind of opt-in incentive you use for your freemium content, you need a strategy to determine the best way to get it into the hand of your potential customers.
Before you create your lead magnet or strategy to distribute it, pause to determine what type of lead magnet might attract your target audience. You want to make sure you create something they are to certain to find useful. If it doesn't attract them - it won't work.
Once you’ve created the opt-in, you can promote your lead magnet in a wide variety of ways. Let’s look at some options to consider for both your website and your social channels.
Promoting On Your Website
Since your website is your own personal platform that you control, you want to use it to promote your “free gift” as much as possible. You can place your lead magnet:
Promoting On Your Social Outlets
You can also promote your “freemium” through your social channels.
But keep in mind that social media outlets should be used as a mechanism to drive traffic to your landing pages and website. They should not be used as your primary platform.
Why? Because social media platforms are always changing the rules for how they operate.
You could invest a lot of money and time working within one-or-two of your social channels, only to have the platform change operations and lose all the hard work you’ve done. (Think about what Facebook recently did.)
Here are some ways to promote your "ethical bribe" through your social channels:
Don't Focus On Advertising While Growing Your List
Notice that I didn’t mention spending money on social advertising to promote your lead magnet. This was not an oversight. I left it out on purpose.
Promoting your lead magnet to grow your list requires strategy, time, and A/B testing. And your lead magnet should be just ONE part of your overall marketing strategy.
Paid advertisements can work once you’ve developed a strategic plan for something like a full-blown product launch.
So how can you make a lead magnet work for you to grow your list? Work with your marketing person to methodically plan out the best opt-in content for your audience, create it, then strategically place it in the places previously mentioned.
Over time you are certain to see your list grow, provided your free lead magnet solves a problem for your target market.
I recently attended Jeff Walker’s 3-day PLF Live event in Phoenix, Arizona. Designed for like-minded, visionary entrepreneurs to come together, the conference takes a deep dive into Jeff’s proven process for launching a product. The uniquely structured environment buzzes with high energy and contagious enthusiasm that makes networking and learning optimal.
The excitement builds in the private Facebook group days and weeks before the actual event; especially as attendees prepare to fly in from around the globe.
Once you’re on the ground, things really begin to ramp up. A fever pitch of excitement surrounds everyone, and the air becomes electric with energy that permeates every conversation and interaction.
Better than virtual learning: Intentional conference attendance can build connections and open doors.
The last time I attended PLF Live, it was on behalf of a client with whom I was developing a product launch. While I walked away with valuable information and insights, my focus and reasons for attending last time were very different from this time.
This year I went to PLF Live to make and strengthen connections—both new and old. I focused on learning something new, and immersing myself in all things “Product Launch Formula.”
As an apprentice and Endorsed Service Provider of internationally renowned copywriter Ray Edwards, I’ve learned that attending business conferences can offer insights, ideas, and in-person networking opportunities you can't find anywhere else. So, I embarked this conference to do just that.
I also anticipated quality time with Ray, Marshall Bone, and other apprentices from around the country. The opportunity to rub elbows and breath the same oxygen with my virtual colleagues seemed like icing on the cake of an already off-the-charts experience.
Listening can influence the way you connect with others.
During the conference, it struck me that life is one continual product launch. If you’re going to connect with others, you must share insights that transforms problems while overcoming potential objections.
You may be wondering how or why you this works. Read on as I unpack each item, and I’m sure you’ll see a common action step you can easily do.
Target Transformation: The reality is that most marketing and sales folks tend to focus on the features and benefits of their products and services.
Think about it for a minute. The ads and articles you see describe how they can fix your problem pull you in. Inversely, the ones that give you a list of features tend to turn you off.
Focusing on features and benefits is like listening to someone talk about their family vacation. You see pretty pictures and hear cool stories, but after a while, your eyes glaze over because you can’t relate.
Similarly, the majority of ideal customers cannot relate to intangible features or benefits.
So how do can you reach them and connect?
By sharing how your product or service can fix their problems.
Customers can connect with solutions that help them.
You can easily do this if you pivot your talk track so it targets the transformation your solution offers.
When you focus on the results and outcome the people you're talking to start to pay attention.
Your key is listening so you can learn about the problems you need to address.
Here’s What To Do: Listen to your ideal customers talk about their problems. In turn, you can learn how to talk about their biggest frustrations, triggers, and hot points. Use these insights to list out all the problems and pain points your products and services solve for your ideal customer.
Answer Objections in Advance: Did you know that most prospective customers have reasons why a product or solution won’t work for them?
Good news: You don't have to guess about the objections.
If you listen, customers will tell you what objections keep them from buying.
As you learn what these obstacles are, you can intentionally address and answer them before they are raised.
You can easily uncover these hidden roadblocks by asking questions that help you understand their ordinary world and the world they desire.
Once you determine why your ideal customer hesitates to take action and buy, you can proactively share how your solution helps them.
Here’s What To Do: Have intentional conversations with prospective customers to determine their objections. Ask open-ended questions and listen to their responses. Adjust your copy, testimonials, and videos to answer every objection your avatars might have so you intentionally answer their questions before they are asked.
Did you notice the critical things you need to help you address both transformation and objections?
Ask open-ended questions and listen.
Listening is essential as you seek to connect your brand with customers.
Speaking of listening, I decided to reach out to those I met in person and virtually to get their insights from attending the conference. I received such good response that I’ve decided to share that in a follow-up post. Stay tuned for that…
Until next time, listen to your ideal customers and apply what you learn when you connect with others.
I used one word to create a chain reaction this morning. I knew it would start a flurry of activity. This simple word caused the one who heard it to stop dead in his tracks and look at me to make sure they understood me correctly.
As if to affirm his suspicions, I paused and said, “Well, what do you think?”
He then realized that I actually meant what I said. With the confirmation of that one word, enthusiasm erupted, and he started to do a happy dance. He couldn’t contain his excitement, so he had to run down the hall to share the good news.
Just to make sure he and I were on the same page, I repeated the word and then took action on it.
In this case, the word was “ride.” And the one I said it to was my 2.5-year-old Cavalier King Charles Spaniel Paisley.
You’re probably thinking, "But Joy, Paisley is just a dog. What on earth does this have to do with business, lessons or marketing communications?!"
Stick with me for a minute, and I promise you’ll see the connection.
Words Mean Something
Paisley has a limited human vocabulary. But the few words he does know mean something to him.
Like most dogs, going for a ride — no matter how long or short — brings moments of joy. A car ride addresses his “problem” of “boredom.” He gets to go beyond his routine and experience the sites and sounds only found by sticking your head outside a car window.
He gets so rambunctiously excited because he knows from previous car rides that he’ll get to experience the wind blowing through his hair as his ears flap up and down. He knows he'll encounter sites, sounds and smells that are different and unusual. This adventure will create memories to sustain him until the next outing.
Now, think about the last time you reached out to a prospective or existing customer. Did your conversation revolve around the features and benefits of your solution? I bet you received a flat response, didn't you?!
Let’s examine a quick tip from Paisley that can help you create positive connections with your prospects and customers.
Trigger Words Generate Psychological Responses
I know how to get a reaction from Paisley because there are specific keywords that mean something to him. I know that saying words like “ride” or “treat” can bring out excitement and joy. In fact, if I use the words just right, he’ll do pretty much anything I say.
These trigger words persuade him to behave in a particular manner.
Are you using keywords with customers that psychologically trigger desired reactions? Do you know what words to use with your prospects to increase engagement?
Just like Paisley, most humans are drawn to certain keywords because of the emotion they evoke.
According to Urban Dictionary, a trigger is a “topic, phrase or word that emotionally sets someone off.”
Merriam Webster calls a trigger “something that acts like a mechanical trigger in initiating a process or reaction.”
Are You Using Keywords to Increase Engagement?
If you’re trying to connect with your customers to build brand awareness, open the top of the sales funnel or have meaningful conversations that convert prospects to customers — you need to use the right trigger words.
When used correctly, trigger words can compel your ideal customer to take action.
Like the example with Paisley, triggers can cause someone to "click," "like," "download" or "buy."
What triggers are you using in your marketing and sales conversations? Are you maximizing your ability to create desired responses?
Perhaps you’re using triggers that work well, while others may have grown stale and need to be freshened up. Remember that every sales and marketing strategy and tactic you use should incorporate trigger words to move you closer to your goals.
Let me challenge you to improve your results by baking specific trigger words into every marketing and sales action. Get the results you need by strategically adding trigger words into your copy, content, posts, and conversations.
Download my free list of "Engagement Trigger Words" as a starting point for psychological triggers you can use in your communications today.